KDOT KRITTER

Challenge:

how do you reach millennials? don't chastise them, for starters. and be funny. scare tactics don't work on them.

Idea:

we started by changing the brief. we took a target audience of “everyone over 21” and changed it to “jesse pinkman” from that, we created a foolish kritter that loves to drink and drive. he pays the ultimate fine, becoming a huge loser. from video game media buys to adult swim humor, this campaign hit them where it hurt, their pride.